This means that even if a company beats the odds and gets its millions of views, it still might not be enough make a profit if the product or service doesn’t live up to the hype.

Alternative for Video Success

All is not lost, though. Video marketing is alive and well, and it’s helping plenty of businesses reach their customers. Business leaders just need to get past the viral video dream and look at video in a more realistic way.

What corporate leaders need to do is make video part of their overall, long-term content marketing strategy.

Video is great content because it allows viewers to get to know the people behind a business. The more they see, the more connected they feel. The more connected they feel, the more they begin to trust that company.

And we all know that we buy from people we trust.

Feel free to shoot for a viral video, but manage your expectations. If you’re looking for a better bet, a long-term content strategy is the slow steady road to video success.

About Tony Gnau

Tony Gnau is a three-time Emmy-winning journalist. He is also the founder and chief storytelling officer at T60 Productions, a video production company specializing in PR and marketing videos.